What Is SEO? A Beginner’s Guide to Search Engine Optimisation

If you’ve ever wondered how websites show up on the first page of Google, or why your site doesn’t, then you’re already thinking about SEO.

Search engine optimisation (SEO) is one of the most potent tools small businesses can utilise to increase visibility, drive traffic, and grow their online presence. In this beginner-friendly guide, we’ll explain what SEO is, how it works, and why it matters for your business.

What Does SEO Stand For?

SEO stands for Search Engine Optimisation. It’s the process of improving your website so that it ranks higher in search engine results pages (SERPs), such as Google or Bing.

The goal? To attract more organic (unpaid) traffic from people who are actively searching for what you offer.

How SEO Works

Search engines like Google use sophisticated algorithms to determine which pages to display for each search query. SEO helps you align your website with search engine algorithms, so your content appears higher in the search results.

Here’s a simplified breakdown of how it works:

Crawling and Indexing

• Crawling: Search engines use bots (also called spiders) to scan the internet and discover new or updated content.
• Indexing: Once discovered, your content is stored in a massive database (the index), ready to be retrieved when someone searches for something relevant.

If your site isn’t crawlable or indexable, it won’t show up in search results, no matter how good your content is.

Ranking Algorithms

When someone types a query into Google, the algorithm evaluates thousands of pages based on hundreds of factors, including:

• Relevance to the search query
• Quality and freshness of content
• Page speed and mobile-friendliness
• Backlinks from other trusted sites
• User experience and engagement

The better your site aligns with these factors, the higher it ranks.

Types of SEO

SEO isn’t just one thing, it’s a combination of strategies that fall into three main categories:

On-Page SEO

This focuses on optimising the content and structure of your individual web pages.

Key elements include:

• Keyword usage
• Headings (H1, H2, etc.)
• Meta titles and descriptions
• Internal linking
• Image alt text

👉 Related: What is on-page SEO?

Off-Page SEO

This refers to actions taken outside your website to improve its authority and trustworthiness.

Key tactics include:

• Earning backlinks from reputable sites
• Social media sharing
• Guest blogging
• Online reviews and mentions

👉 Related: What is off-page SEO?

Technical SEO

This ensures your website is easy for search engines to crawl and index.

Key areas include:

• Site speed
• Mobile responsiveness
• Secure HTTPS connection
• XML sitemaps
• Structured data (schema markup)

Why SEO Matters for Small Businesses

SEO isn’t just for big brands. In fact, it’s one of the most cost-effective marketing strategies for small businesses.

Here’s why:

• Drives targeted traffic: Reach people who are actively searching for your products or services
• Builds trust and credibility: Higher rankings signal authority and reliability
• Delivers long-term ROI: Unlike paid ads, SEO continues to work over time
• Levels the playing field: With the right strategy, small businesses can outrank larger competitors

👉 Want to get started? Learn how to do keyword research to find the right terms to target.

Final Thoughts

SEO might seem technical, but at its core, it’s about creating an excellent experience for your audience, and helping search engines understand why your content deserves to be seen.